On the Edge of Your Seat: Demand for Football on Television and the Uncertainty of Outcome Hypothesis, pp. 75-95

Kevin Alavy
Alison Gaskell
Stephanie Leach
Stefan Szymanski

This paper examines the relationship between the demand for English football on television and outcome uncertainty. It tests the uncertainty of outcome hypothesis by using minute-by-minute television viewership figures which avoids the problems encountered when estimating demand using match attendance. We find that although uncertainty matters, it is the progression of the match which drives viewership and as a draw looks increasingly likely, viewers are likely to switch channels. Games that end in victories have a higher average viewership than games that end in stalemates.